Power play: Under Mr. Sturm, Toyota expanded truck lineup to become a true formidable, full-line player and hasn't looked back after surpassing Dodge in 2001 as third best-selling U.S. auto brand.

Downside: Toyota must more strongly differentiate its expanded sport-utility lineup, as with an estimated $45-million, integrated 4Runner launch tied to an eight-month Mount Everest promotion. Can it repeat the 1970s success Toyota had with now-loyal boomers with elusive Gen Y buyers when it launches new Scion sub-brand next June?